Marketing management is a combination of the art and science of choosing target
ID: 420101 • Letter: M
Question
Marketing management is a combination of the art and science of choosing target markets, getting, keeping, and growing customers’ base through creating, delivering, and communicating superior customer value.
Think about a specific brand that you use and discuss the following:
Identify the branded product and discuss the brands value proposition.
Describe the brand’s current marketing mix (product, place, price and promotion)
How well does the marketing mix reflect, deliver and communicate the brand’s value proposition?
Would you recommend some changes in the marketing mix and why?
Identify the branded product and discuss the brands value proposition.
Describe the brand’s current marketing mix (product, place, price and promotion)
How well does the marketing mix reflect, deliver and communicate the brand’s value proposition?
Would you recommend some changes in the marketing mix and why?
Explanation / Answer
Identify the branded product and discuss the brands value proposition.
The product is Spykar Jeans.
The brand tries to solve the problem of providing fashionable jeans with excellent fitting to the youth. The brand has become one of the most loved brands in India by introducing trendy and fashionable accessories as well.
Describe the brand’s current marketing mix (product, place, price and promotion)
Product: Apparels and Accessories which includes Jeans, Shirts, T-shirts, Shoes, Bags, Wallets etc.
Place: Availability on brick and mortar stores as well as on online store.
Price: The brand has products starting from medium range and goes to a high range. Although the brand has premium products in its kitty but it is not considered as a premium one.
Promotion: The brand is advertised through TV and print media heavily. The brand is also promoted through online mediums and on social media websites. The brand also hosts events for youth to promote its products.
How well does the marketing mix reflect, deliver and communicate the brand’s value proposition?
The brand's marketing mix is found to be apt in delivering and communicating the brands value proposition.
With its products ranging from trendy jeans to t-shirts it has become a well-known brand for youngsters. The availability of products on physical stores as well as online stores makes the brand very accessible.
The price is slightly higher than the competitors but it is associated with quality by the youth and it has not created any problems for the brand.
The brand shows its presence on all forms of media with youth presence to promote itself.
Would you recommend some changes in the marketing mix and why.
Yes, I would suggest to add more products in the accessories range as there are not much options available to choose from. The brand has only a few options in the accessories section and it should overcome this problem.